Design Strategies for Culinary Heritage Restaurants from a Cultural Sustainability Perspective: Focusing on Generation Z Consumers

Abstract

Culinary heritage is essential to cultural heritage and contributes to cultural sustainability. Recently, the growth of cultural tourism in China has led to a rise in culinary heritage restaurants that appeal to Generation Z consumers. Research on their dining experiences and restaurant design is crucial for promoting culinary heritage and supporting cultural sustainability. This research adopts a cultural sustainability perspective and targets the Generation Z consumer group, integrating culinary heritage restaurants into the study of cultural sustainability. A mixed-method approach was utilized to examine the factors influencing consumption in heritage restaurants, leading to the proposal of a design strategy for these establishments to build a theoretical design model. Using Wuhan, Hubei, as a case study, semi-structured interviews were conducted to analyze the key factors influencing Generation Z consumers’ choices of culinary heritage restaurants. An analytic hierarchy process (AHP) model, consisting of four criteria levels and seventeen factor levels, was developed to calculate the relative weights of the various indices. The results indicate that regional factors (B4) have the most significant impact on Generation Z’s decision-making among the criteria levels. Among the factor levels, the local culture presentation in restaurants (C15) carries the highest weight. Finally, the study analyzes the significant influencing factors from a cultural sustainability perspective. It proposes design strategies for culinary heritage restaurants in four aspects: food design, online platform design, dining experience design, and brand design. A theoretical model for the design of culinary heritage restaurants, integrating social, regional, interactive, and individual factors, is constructed to provide an important reference for the design of other local culinary heritage restaurants and the sustainable development and dissemination of culinary heritage culture.

1. Introduction

In 2023, the United Nations Educational, Scientific, and Cultural Organization (UNESCO) asserted in its report on culture and sustainable development that culture serves as a dynamic force propelling sustainable development [1]. Recognized as the fourth pillar of sustainable development, cultural policies such as the utilization of heritage resources and the development of cultural districts significantly contribute to sustainable growth at various levels [2]. Cultural sustainability is an indispensable component of human societal development [3]. In terms of utilizing cultural heritage resources, contemporary society can only employ and adapt to cultural heritage to a certain extent, while cultural sustainability aims for future generations to comprehend and practice its multiple values and meanings [4]. Thus, prioritizing the protection and transmission of cultural heritage to younger generations is essential.

Culinary heritage, a vital element of cultural heritage, transforms food, locales, and practices into cultural assets, describing heritage as a process [5]. Food transcends its biological necessity to become part of the cultural discourse concerning various societal issues, embodying the essence of culinary heritage [6]. In recent years, with the inscription of food and dietary cultures, such as the Mediterranean diet, Singapore’s hawker culture, and Chinese tea culture into UNESCO’s Intangible Cultural Heritage list, the relationship between culinary heritage and socio-cultural sustainability has garnered increasing attention [7]. This underscores the necessity of protecting and passing down these culinary and cooking traditions, which play crucial roles in promoting local economic, political, and social empowerment [8].

Moreover, the emergence of the “culinary heritage market” and the development of food culture tourism worldwide are notable. In Europe, countries are enhancing local culinary heritage and cultural sustainability through the development of food and wine tourism routes. In China, the General Office of the State Council has advocated for a robust system for the protection and transmission of intangible cultural heritage, with efforts to enhance dissemination [9]. Regions vigorously establish culinary heritage museums and experiential bases for culinary heritage craftsmanship. Under the support of related policies, various food stakeholders are swiftly adapting [10], establishing culinary heritage restaurants that showcase local food, customs, and lifestyles, significantly contributing to the uniqueness of local dietary culture and heritage [11]. However, research on culinary heritage mainly focused on conceptual enquiry, conservation and inheritance research, and research on cultural tourism, while there is limited research targeting culinary heritage restaurants.

Simultaneously, the proliferation of video content on traditional foods and dietary practices on television and the internet has captivated a significant portion of Generation Z, individuals born between 1995 and 2010, who are among the most active on social media [12]. Their purchasing power is five to six times that of previous generations [13], making them a focal point for marketers, including those in the culinary heritage market [14]. In culinary heritage restaurants, the involvement of Generation Z not only drives the consumption of culinary heritage but also potentially benefits its cultural transmission, such as enhancing cultural identity and protecting local knowledge and traditions [15]. However, the involvement of Generation Z also brings certain risks to the cultural transmission of culinary heritage, including the potential loss of cultural diversity, the weakening and commodification of cultural identity, and the over-exploitation of local resources [16]. Consequently, there is a necessity to investigate effective strategies for the promotion and dissemination of culinary heritage among Generation Z.

This study initiates an investigation into culinary heritage restaurants, specifically selecting Wuhan, Hubei, as the case study area. It scrutinizes the influencing factors affecting the dining consumption of Generation Z consumers within eight culinary heritage restaurants in Wuhan through semi-structured interviews. Subsequently, it constructs a hierarchical analysis model for these factors, applies the analytic hierarchy process (AHP) to assign weights, and analyzes the significant influencing factors. Finally, based on the analysis, the study proposes design strategies for culinary heritage restaurants from various dimensions. These strategies aim to enhance the dining experience of Generation Z, deepen their understanding of the profound cultural connotations of food, and promote local cultural sustainability. This research offers valuable insights for operators and designers of culinary heritage restaurants, focusing on strategies tailored to Generation Z consumers, thereby serving as an important reference for the cultural transmission and sustainable development of local culinary heritage.

The objectives of this research are to address the following critical questions:

• Q1: What factors collectively influence the consumption and experience of Generation Z in culinary heritage restaurants?
• Q2: How should culinary heritage restaurants design strategies aimed at Generation Z consumers to foster the development of cultural sustainability?

2. Literature Review

2.1. Research on Cultural Sustainability

The World Commission on Culture and Development defines “cultural sustainability” as intergenerational and intragenerational access to cultural resources [17]. This concept is closely linked to the celebration of local and regional histories, the transmission of cultural values to future generations, and the maintenance of traditional customs [18]. In recent years, research in the field of cultural sustainability has been extensive. In the study of sustainable cultural heritage, Härkönen highlighted how traditional crafts in Finnish and Swedish Lapland can serve as important methods for promoting the sustainability of regional culture when applied in contemporary art [19]. Additionally, Jin Joo Ma utilized the framework of cultural sustainability to redesign traditional Korean textile crafts with a focus on contemporary fashion [20]. In research on the sustainability of cultural tourism, T.S. Terkenli has explored the perceptions of cultural tourism among residents, tourists, and business representatives in the Cycladic Islands and analyzed the impact of cultural tourism on local cultural sustainability using the concept and framework of cultural sustainability [21]. R. Geçikli has provided a literature review of the research in the field of cultural heritage tourism, with a particular focus on the relationship between cultural heritage and sustainability, and identified new trends for future research [22]. From a design perspective under cultural sustainability, D. Shen has explored how interactive design in public spaces can promote the sustainable development of traditional cultures [23]. B. Wang has enhanced public awareness of cultural heritage by designing a multimedia platform for built heritage, which improves the sustainability of cultural heritage [24]. T.-Y. Chang has developed religious heritage brand design strategies based on cultural sustainability [25].

Existing research from a sustainable cultural perspective has shown that many scholars use cultural heritage as a starting point to examine sustainable cultural approaches to heritage resources. Additionally, there is an abundance of research focusing on intangible cultural heritage, particularly traditional handicrafts. However, as an important part of the cultural heritage system, the study of culinary heritage in terms of cultural sustainability remains relatively underexplored. Therefore, it is essential to investigate how culinary heritage contributes to cultural sustainability.

2.2. Research Related to Culinary Heritage

Culinary heritage not only covers the ingredients, tastes, and cooking accoutrements but also the symbolic dimensions of food (table manners, rituals), as well as the behaviors and beliefs associated with food [26]. These aspects suggest that food serves purposes beyond consumption, incorporating rituals, beliefs, and customs, and represents a construction of history, culture, and society [27].

Research on culinary heritage has primarily concentrated on tourism and the conservation and transmission of culinary practices. Within the study of the preservation and transmission of culinary heritage, S. Zheng examined the culinary heritage of Zhanjiang, Guangdong, to understand the perceptions of different stakeholders on the conception and commercialization of local culinary heritage through social media platforms to promote the awareness and transmission of local culinary heritage [10]. Pauley’s integration of the Slow Food Movement (SFM) with the Irish lobster industry highlighted the key role of the Irish lobster fishing community in protecting culinary heritage and its traditional practices contributing to sustainable environmental and economic development [28]. In the realm of culinary heritage tourism, Jacinthe Bessiere has investigated how tourists perceive and consume local food, aiming to clarify the significance of local cuisine in enhancing the tourist experience [29]. Chiara Massacesi has studied the development of food heritage networks that are central to food tourism in the Italian Dolomites, emphasizing the crucial role that residents play in promoting culinary heritage [30]. Research on the design of culinary heritage is relatively scarce and mainly focused on digital design. Huang, K.Y. investigated how interactive design can preserve Taiwan’s culinary cultural heritage [31], while Mirri, S. developed the Di Piazza application to offer narrative experiences based on food and gastronomic heritage [32]. Most restaurant-related research emphasizes cultural attributes, innovative strategies, and consumer-driven factors. Hernández-Rojas derived innovative strategies for restaurants from consumer surveys [33], and Zeng, G. examined the relationship between the authenticity and standardization of restaurants in terms of their cultural attributes [34]. However, there is limited research exploring culinary heritage restaurants.

Culinary heritage restaurants allow consumers to experience and appreciate culinary heritage. These establishments can help protect and share culinary traditions, significantly impacting their survival. However, there has been limited research on sustainability that specifically explores local culinary heritage within the context of restaurants [34]. Additionally, most design research on culinary heritage has focused on digital design, with few studies addressing the consumer experience in culinary settings. Therefore, it is still important to examine how culinary heritage restaurants can utilize design methods to promote the sustainable development of local culinary traditions.

2.3. Research on the Consumer Behavior of Generation Z

Generation Z, as the largest consumer group globally, exerts significant influence and exhibits formidable purchasing power, which has spurred consumption upgrades [35]. In China, Generation Z shows a strong interest in Chinoiserie and is increasingly accepting of new domestic brands that incorporate traditional cultural elements [36]. The 2024 Annual Service Consumption Hotspot Trend Observation Report by the China People’s Network Research Institute stated that traditional culture’s influence on consumer trends is increasing. It highlighted that young people, particularly college students, continue to play a leading role in shaping these trends [37]. Furthermore, Generation Z has grown up in a digital world, making it normal for them to seek inspiration through social media platforms [38]. Generation Z is increasingly engaging with culture through social media. Weibo, a popular social media platform among Generation Z in China, has released the 2024 Weibo Intangible Cultural Heritage Consumption Insight Report. This report indicates that Generation Z is keenly interested in intangible cultural heritage. Their improved cultural literacy and willingness to spend on emotional experiences have become the primary factors driving the evolution of their cultural consumption [39].

In the realm of food consumption, the behavioral characteristics of Generation Z influence operational trends in the food industry [40]. Some scholars have investigated their food consumption behaviors. For instance, Szakály, Z. found that Generation Z is willing to pay for the latest products, ingredients, and restaurants, primarily to obtain food that creates a “favorable impression” [41]. Hanifawati, T. noted that, compared to price and brand, Generation Z places more emphasis on quality and authenticity. They are more flexible in switching brands and are more willing to pay for food that excites them and offers a pleasing culinary experience [42].

Furthermore, in the study of the sociocultural behaviors of Generation Z consumers, their higher education and the digital economic environment instill a strong sense of social responsibility in them, assigning to them the duty to make the world more sustainable [43]. A majority of Generation Z also indicates a willingness to pay more for sustainable products and brands [44]. Sustainable dining options, such as charity restaurants and green restaurants, are particularly favored by many in Generation Z. Giebelhausen, M. discovered that restaurants with checkout charity programs enhance the pro-social identity of Generation Z consumers, promoting social sustainability [45]. Le, A. confirmed that Generation Z consumers support green practices in restaurants and believe these practices positively influence their perception of the establishments [46].

However, existing research on Generation Z’s food consumption behavior tends to focus more on environmental, social, and economic sustainability, with less emphasis on cultural sustainability. Therefore, this study explores the factors influencing the new consumer group, Generation Z, in their choices of culinary heritage restaurants, focusing on their attitudes towards cultural sustainability during the consumption process in these heritage dining establishments.

In the study of the restaurant consumption behaviour of Generation Z, existing studies predominantly begin with specific indicators or a holistic perspective of restaurants, employing various qualitative methods (such as ethnography) or quantitative methods (such as surveys). For instance, Huang, Y. explored Gen Z diners’ perceptions of restaurant food waste generation and prevention through focus groups [47], while Mahasuweerachai explored Generation Z’s perspective towards eco-friendly restaurants via survey questionnaires [48]. The factors influencing restaurant consumers are often multidimensional, and compared to solely quantitative or qualitative methods, mixed methods facilitate a more comprehensive understanding of Generation Z consumers, using qualitative insights to underpin quantitative measures [49]. Mixed methods are popular in social, behavioral, and health sciences and are frequently used in restaurant studies to evaluate restaurant quality or survey specific consumer segments, such as Hua, S.’s assessment of menu quality in specific regional restaurants [50] and Naidoo, N.’s exploration of decision-making factors among urban Asian populations dining in local and Western fast-food establishments [51]. In the sustainability research of restaurants, mixed methods are employed to explore consumers’ sustainable intentions [52] and to provide sustainable strategies for restaurants [53].

Mixed methods are frequently used in the study of social behavior. However, few studies have applied this approach to investigate the consumption behavior of Generation Z. Additionally, while mixed methods have been utilized to explore the sustainability intentions of restaurant consumers, most research has concentrated on environmental, economic, and social sustainability, with less focus on cultural sustainability in the restaurant sector.

Therefore, this study adopts a cultural sustainability perspective, focusing on culinary heritage restaurants as a site of investigation and integrating the emerging consumer segment of Generation Z into the cultural sustainability research of culinary heritage. Methodologically, this study employs a mixed-methods approach, using qualitative methods to explore the factors influencing Generation Z’s consumption behaviors in culinary heritage restaurants. Based on qualitative findings, the study then ranks these factors quantitatively and analyzes the significant factors from a cultural sustainability perspective. This methodological approach aims to propose design strategies for culinary heritage restaurants, thus promoting both culinary heritage and cultural sustainability in the restaurant sector.

3. Method

Since 2006, many food-related cultural practices have been included in China’s intangible cultural heritage list, mainly in the categories of ’traditional skills’ and ’folk customs’ [54]. With the rapid development of culinary heritage in recent years, the number of restaurants focusing on culinary heritage has grown. In China, culinary heritage is also known as ’culinary intangible cultural heritage’, and culinary heritage restaurants are known as ’intangible cultural heritage restaurants’. A restaurant should embody specific key characteristics as a guardian of culinary heritage. A culinary heritage restaurant should have a long-standing history and demonstrate local wisdom. Additionally, it should provide an environment that reflects local culture, including its architecture and surroundings [55]. The dishes should be authentic and made from local ingredients, while the service should represent the local community. Finally, the tableware, decorations, and food presentation should all reflect the area’s unique characteristics [56]. In China, many heritage restaurants invite the heirs of traditional production techniques to create certified intangible cultural heritage dishes. These establishments also showcase the history and culture of these heritage practices within their ambiance. By combining their service and environment, these restaurants offer consumers a unique opportunity to experience and appreciate culinary heritage.

This research employs an exploratory sequential design, integrating both qualitative and quantitative methods to establish a mixed methods approach [52]. The study is divided into two phases. The first phase utilizes a qualitative research approach aimed at exploring the factors influencing Generation Z consumers’ choice of culinary heritage restaurants. The findings from this phase are subsequently utilized in the second phase’s quantitative study, which employs the AHP. This phase focuses on weighting the impact factors identified earlier and analyzing them from the perspective of cultural sustainability, ultimately providing design strategies for culinary heritage restaurants tailored towards the Generation Z demographic. This study has been approved by the Research Ethics and Science and Technology Safety Committee of Hubei University of Technology (No. HBUT20250004).

Study 1: Qualitative Method

The initial research phase adopted a qualitative approach, with the selected study location being Wuhan, Hubei. Situated in the middle reaches of the Yangtze River and known as the “Nine Provinces’ Thoroughfare,” this region is part of the economically and culturally prosperous Yangtze River Delta. The local Jing–Chu culinary culture has a rich history, and the local culinary heritage is diverse. According to the Hubei Provincial Intangible Cultural Heritage List, there are many types of intangible cultural heritage in Hubei Province, including traditional dishes, tea and wine, pastry-making techniques, food customs, and other categories, such as the making techniques of Wuchang fish and Wuhan Hot-Dry Noodles [57]. The city of Wuhan in Hubei Province has a thriving restaurant industry. A wide range of restaurants serve traditional Chinese food, hot pots, Western food, and other Asian cuisines. To further focus on the case study region, the research team conducted field visits to commercial streets and scenic areas in Wuhan, where there is a high concentration of consumers, between May and July 2024. During these visits, it was observed that the number of culinary heritage restaurants is relatively small compared to other types of dining establishments, such as Western and fast-food restaurants, which primarily offer Chinese cuisine and snacks. These culinary heritage restaurants are operated by those who have inherited traditional ingredients and cooking techniques. The dishes they serve, recognized as intangible heritage, are recognized as part of Hubei’s Intangible Heritage List. For example, Shulin Xiao, the founder of Xiao Ji Beef and Fish Offal Restaurant, is the custodian of the technique for making ‘beef with three delicacies’. Additionally, Yanyangtian·Intangible Cultural Heritage Hubei Cuisine proudly displays the intangible heritage certificate for its method of preparing Wuchang Fish.

The Intangible Cultural Heritage E-commerce Consumption Report (2023) reveals that culinary heritage products, including utensils and food items like tea sets and Chinese pastries, make up a significant portion of sales on e-commerce platforms, such as Taobao and Tmall [58]. This growing culinary heritage market has increasingly brought culinary heritage restaurants into the spotlight, attracting a new wave of Generation Z consumers. According to the 2023–2024 Chinese domestic products Consumption Behavior Monitoring and Business Trend Research Report, over 60% of consumers of domestic products fall within the 19–35 age group [59]. This younger generation has emerged as the driving force behind domestic product consumption. In recent years, Generation Z has shown an increasing interest in China-Chic styles, traditional culture, intangible cultural heritage, and domestic products. As a result, more Generation Z members are visiting culinary heritage restaurants to experience this rich culinary tradition. During the field visits, many Generation Z consumers were observed in the neighborhoods, and some chose to consume in culinary heritage restaurants.

This study utilized semi-structured, in-depth interviews to explore Generation Z consumers’ perceptions of culinary heritage restaurants. An interview guide was developed based on prior mapping. Before the interviews commenced, the objectives and scope of the session were clearly conveyed to the participants to mitigate potential biases. Initially, the participants were invited to answer some straightforward questions related to their everyday dietary habits. Subsequently, they provided detailed descriptions of their experiences during restaurant visits and engaged in an in-depth discussion about their reasons for selecting specific culinary heritage restaurants. They also described their ideal model of a culinary heritage restaurant. After developing the interview guide, the research team conducted a pilot test with a random selection of Generation Z participants from the local neighborhood. However, culinary heritage restaurants currently represent a small proportion of the total number of restaurants in Wuhan and are not well-known compared to mainstream dining options. This lack of awareness resulted in ambiguous responses from some Generation Z participants during the pilot test. Consequently, the study adopted a purposive sampling method, selecting Gen Z consumers from eight representative heritage restaurants in Wuhan. This approach aimed to gain a deeper understanding of the reasons why Generation Z chooses heritage restaurants. The specific research conducted is detailed in

Table 1. Survey Deployment Details.

Visit Location	Regional Characteristics	Surveyed Restaurants	Restaurant Features
Jianghan Road Pedestrian Street	Commercial pedestrian street with high foot traffic, young consumer congregation, dense restaurant distribution, high homogeneity, and broad consumption level range	Xiao Ji Beef and Fish Offal Restaurant · Provincial Intangible Cultural Heritage (Jianghan Road Branch)	1. Type: Large-scale chain 2. Price: Moderate (average RMB 65 per person) 3. Consumer group: Predominantly young consumers
		Rongchu Hubei Cuisine • Intangible Cultural Heritage Skills • Inheriting Wuchang Fish (Jianghan Road Branch 1)	1. Type: Small-scale chain 2. Price: Moderate (average RMB 70 per person) 3. Consumer group: Predominantly young consumers
Vicinity of Yellow Crane Tower	Landmark building in Wuhan, attracting many tourists, dense restaurant distribution, high homogeneity, and higher consumption levels	Yujinlin·Intangible Cultural Heritage Catfish (Yellow Crane Tower)	1. Type: Small-scale chain 2. Price: High (average RMB 127 per person) 3. Consumer group: Mainly middle to high-end consumers
		Shuanghuyuan Zhenpin·Intangible Cultural Heritage Hubei Cuisine (Yellow Crane Tower)	1. Type: Small-scale chain 2. Price: High (average RMB 95 per person) 3. Consumer group: Predominantly tourists
		Yanyangtian·Intangible Cultural Heritage Hubei Cuisine (Yellow Crane Tower)	1. Type: Large-scale chain 2. Price: Moderate (average RMB 66 per person) 3. Consumer group: Predominantly local diners
Vicinity of East Lake	Famous scenic area in Wuhan, large area, comparable numbers of local and tourist visitors, loosely distributed restaurants, low homogeneity, and high consumption levels	Yuji Xiaoyuan—Intangible Cultural Heritage Hubei Cuisine (East Lake Branch)	1. Type: Large-scale chain 2. Price: High (average RMB 85 per person) 3. Consumer group: Mainly middle to high-end consumers
		Chusanwei—Hubei Countryside Cuisine (Shuiguohu Branch)	1. Type: Large-scale chain 2. Price: Moderate (average RMB 67 per person) 3. Consumer group: Predominantly middle-aged consumers
Jiedaokou	Commercial district near universities, high foot traffic, young consumer congregation, especially university students, dense restaurant distribution, high homogeneity, and broad consumption level range	Chuyun Chenxiang: Hubei Folk Cuisine (Intime Creative City)	1. Type: Small-scale chain 2. Price: Low (average RMB 56 per person) 3. Consumer group: Predominantly young consumers

.

The sample size for qualitative research typically ranges from 15 to 50 participants [60,61]. This study conducted semi-structured, in-depth interviews with 26 Generation Z consumers. These participants hailed from ten different regions, including Hubei, Hunan, and Guangzhou, and comprised both students and working individuals. The participants’ ages ranged from 18 to 25 years, including 14 females and 12 males.

Table 2. Descriptive statistics.

Variable		Frequency	Percentage
Gender	Female	12	46.2%
	Male	14	53.8%
Age	18–22	13	50.0%
	22–25	13	50.0%
Occupation	Students	16	61.5%
	Office workers	10	38.5%
Native place	Hubei Province	5	19.2%
	Sichuan Province	2	7.7%
	Hunan Province	4	15.4%
	Guangdong Province	2	7.7%
	Henan Province	3	11.5%
	Hebei Province	1	3.8%
	Shandong Province	2	7.7%
	Shaanxi Province	3	11.5%
	Xinjiang Province	2	7.7%
	Tibet Province	2	7.7%

provides the basic information about the participants. The duration of each interview ranged from 30 to 50 min. The interviewees were coded sequentially as Participant 1, Participant 2, ..., up to Participant 26. The semi-structured interviews conducted in this study aimed to enable the participants to discuss the research topic in depth while maintaining a clear research objective [62]. Therefore, this approach is suitable for exploring Generation Z consumers’ attitudes toward culinary heritage restaurants.

This study employed a thematic analysis, which involves identifying, analyzing, and reporting patterns (themes) within qualitative data, illustrating the relationships among the themes, and discerning abstract patterns across the dataset [53]. Following the steps of thematic analysis, interview audios were first transcribed and read repeatedly [54]. The content was then entered into NVivo 14 software for preliminary coding. Codes were merged into potential themes for review before the themes were finally defined and named. The thematic analysis yielded influential factors behind Generation Z consumers’ choices of culinary heritage restaurants, which were subsequently utilized in the following quantitative phase of the research.

Saturation indicates that the data are valid and contain enough information for qualitative researchers to perform in-depth research and effectively address the research questions [63]. We monitored saturation continuously throughout the recruitment process, and the topic saturation table is presented in

Table 3. Themes saturation worktable.

Participants	Number of Codes	Number of Themes	Number of Shared Themes with Previous Interviews	Number of New Themes Per Interview	Total Number of Themes	Percentage of Saturated Terrain Per Interview
Participant 1	37	10	/	/	10	59
Participant 2	25	11	10	1	11	59
Participant 3	39	10	9	1	12	53
Participant 4	28	12	11	1	13	65
Participant 5	24	9	9	0	13	53
Participant 6	31	11	10	1	14	59
Participant 7	38	13	12	1	15	71
Participant 8	35	13	13	0	15	76
Participant 9	30	12	12	0	15	71
Participant 10	41	11	11	0	15	65
Participant 11	47	14	13	1	16	76
Participant 12	29	13	13	0	16	76
Participant 13	33	11	11	0	16	65
Participant 14	40	15	15	0	16	88
Participant 15	29	12	12	0	16	71
Participant 16	36	12	11	1	17	65
Participant 17	37	14	14	0	17	82
Participant 18	29	10	10	0	17	59
Participant 19	33	11	11	0	17	65
Participant 20	37	15	15	0	17	88
Participant 21	41	14	14	0	17	82
Participant 22	30	12	12	0	17	71
Participant 23	39	14	14	0	17	82
Participant 24	33	13	11	0	17	65
Participant 25	27	10	10	0	17	59
Participant 26	35	13	13	0	17	71
Average percentage of saturated terrain across interviews						69.08

. The interview did not generate any new topics after the 17th participant. However, for completeness, we decided to include all participants to minimize the risk of missing topics [64].

Study 2: Quantitative Method

The quantitative phase involved weighting the impact factors identified in Study 1 to analyze their importance. The AHP, a subjective valuation method proposed by American operations researcher Thomas L. Saaty in the early 1970s, decomposes decision-related elements into goals, criteria, and other levels, and assigns weights to these elements [55]. In this study, the analytic hierarchy process (AHP) steps were as follows. First, a hierarchical analysis model was created based on the themes identified in Study 1. Next, we constructed a judgment matrix for each level. The judgment matrix for each expert was derived from the evaluations provided by 13 experts, and we obtained the integration matrix using the geometric mean method. After that, we conducted a single-level ranking and consistency test, followed by a total-level ranking and consistency test.

Based on the themes and overall objectives of Study 1, an online survey questionnaire was designed, inviting 13 experts, including experienced restaurant owners and professionals with years of experience in design and marketing, to rate these factors. Data collection was conducted using the Questionnaire Star online platform, employing a 1–9 Likert scale, with the description and significance of the numeric scale detailed in

Table 4. Importance comparison evaluation table.

Aij	Definition	Aij	Definition
1	Ai is as important as Aj	2	Somewhere between equally and slightly important
3	Ai is slightly more important than Aj	4	Somewhere between slightly and obviously important
5	Ai is significantly more important than Aj	6	Between obviously and very obviously important
7	Ai is obviously more important than Aj	8	Somewhere between obviously and absolutely important
9	Ai is absolutely more important than Aj	reciprocal	Aij is the importance comparison of indicators i and j, aij = 1/aji

.

4. Results

4.1. Study 1: Semi-Structured Interviews

The interviews revealed that Generation Z consumers are particularly interested in culinary heritage and seek novel and unique dining experiences, leading them to patronize culinary heritage restaurants. This demographic includes both local residents and visitors from other regions, as well as workers and students who have relocated to Wuhan. A rigorous thematic analysis of the interview data identified four primary themes influencing Generation Z’s choice of heritage restaurants: individual factors, social factors, interactive factors related to the restaurant, and regional factors. These themes are detailed in

Table 5. Thematic analysis of factors influencing Generation Z at culinary heritage restaurants.

Code	Category	Theme
Preference for strong flavors, neutral Hubei cuisine flavors, no spice tolerance, Hui people abstaining from pork, etc.	Dietary Habits	Individual Factors
Reasonable prices, high cost-effectiveness, worth the expense for unique experiences, etc.	Dining Consumption Behavior
Preference for less oil and salt, enjoyment of leisurely dining, etc.	Dietary Lifestyle
Loyalty to established brands, heritage brand reliability, etc.	Brand Perception and Loyalty
Recommendations from friends, positive reviews on Red Note and Dianping, etc.	Evaluations from Others (Online and Offline)	Social Factors
Featured by favorite food bloggers, recommendations from exploration bloggers, etc.	Celebrity Opinions in the Internet Environment
Photogenic environment and dishes, social media likes, displays of taste, etc.	Identity Affirmation on Social Media
Online queueing, convenient mini-app ordering, delivery robots, etc.	Service Modes Integrating New Technology	Interactive Factors of the Restaurant
Authentic Dining Experience, local slogans, menus made of bamboo, etc.	Authentic Dining Experience
Eye-catching red on the ordering interface, logical layout, images, traditional Chinese typography, etc.	Design of Online Dining Platforms
Decorative items, culinary-themed fridge magnets, etc.	Design of Culinary Heritage Cultural and Creative Products
Tasting sessions, check-in gifts, etc.	Culinary Creative Activities
Traditional Chinese style, ancient charm of courtyards, tranquility amidst chaos, etc.	Traditional Style Environmental Design
Advertisements on mall screens, TikTok, app games, etc.	Digital Promotion Methods
Story tags, cartoon style, visually striking elements, etc.	Local Culture Presentation in Restaurants	Regional Factors
Stories behind the culinary heritage, origins of dishes, etc.	Brand’s Efforts in Promoting Culinary Culture
Lotus roots unique to Hubei, local flavors, regional cooking methods for lotus roots, etc.	Regional Characteristics of Ingredients

.

Influence factor 1 is dietary habits. Participants’ dietary habits vary due to differences in their places of birth, food environments, and ethnic customs, influencing their choices when selecting culinary heritage restaurants. For instance, a participant from Shenzhen commented:

“Most dishes here in Hubei are somewhat spicy, but I cannot tolerate any spice at all, which limits my options. However, this restaurant serves excellent dishes that are flavorful yet not spicy”.

(Participant 12)

Religious beliefs also significantly impact individual dietary habits. A participant from Xinjiang shared why she chose this particular restaurant:

“I belong to an ethnic minority that does not consume pork, so I particularly enjoy the beef offal offered here”.

(Participant 25)

Influence factor 2 is dining consumption behavior. During the interviews, the dining consumption behavior of Generation Z was frequently addressed. Many participants indicated that, although some heritage restaurants are slightly expensive, they are still willing to pay extra for the experience of culinary heritage.

“This place offers great value for money with unique dishes at reasonable prices and good portions”.

(Participant 10)

“You can’t find such authentic-tasting hilsa elsewhere. Even though it’s a bit pricey here, the quality of the food and the pleasant courtyard setting make it worthwhile”.

(Participant 24)

Influence factor 3 is dietary lifestyle. The interviews revealed that the daily dietary lifestyle of Generation Z affects their choice of heritage restaurants. In Hubei, where culinary heritage dishes are richly flavored and mildly spicy but often salty and oily, some respondents expressed a desire for healthier options with less oil and salt. The manner of dining also impacts their preferences. Some participants dislike being rushed by restaurants prioritizing efficiency over a relaxed dining experience, which should allow customers to savor their meals leisurely.

“I regularly work out, so I care a lot about eating healthily. At home, I cook with less oil and salt. I like the taste here, but the dishes are too oily and salty for me to eat much”.

(Participant 18)

“Today was great, not too crowded or noisy. I could enjoy a slow meal while chatting with friends”.

(Participant 4)

Influence factor 4 is brand perception and loyalty. The perception of and loyalty to culinary heritage brands significantly influence Generation Z’s choices of heritage restaurants. Nearly 80% of participants explicitly stated that a major reason for selecting culinary heritage restaurants is the allure of the culinary heritage designation, and they are willing to revisit the same restaurant or other branches of the brand for the culinary heritage experience.

“From a distance, I saw the sign ’Provincial Intangible Cultural Heritage’, which is very eye-catching. With such a prestigious designation, the quality of the food must be good”.

(Participant 22)

Moreover, the label of culinary heritage also implies the continuation of a time-honored brand, and restaurants with historical backgrounds tend to increase consumer trust.

“If a restaurant has been around for decades, I tend to believe it’s reliable in all aspects; otherwise, how could it last so long?”

(Participant 5)

Influence factor 5 is evaluations from others. Evaluations from others were repeatedly mentioned during the interviews. Online evaluations primarily consist of reviews on digital platforms and social media, while offline evaluations come from family and friends. Many participants are accustomed to consulting others’ opinions before choosing a restaurant, and some even visit heritage restaurants solely based on others’ recommendations.

“I came here because my friend recommended it, saying it was exceptionally good. I wanted to try the restaurant he recommended”.

(Participant 11)

Influence factor 6 is celebrity opinions in the internet environment. Growing up in the digital age, Generation Z increasingly pays attention to influencers on social media platforms like TikTok and Xiaohongshu (Red Book). In the dining decision-making process, recommendations from these platforms’ key opinion leaders can influence Generation Z’s choices. Some participants stated that they trust a heritage restaurant more if it has been recommended by social media celebrities or bloggers.

“I came across a food blogger on Xiaohongshu. The photos she posted were very tempting. I had a good experience at another restaurant she recommended, so I trust her taste”.

(Participant 20)

Influence factor 7 is identity affirmation on social media. Some participants place significant importance on how sharing photos of a restaurant’s dishes and ambiance on social media can showcase their personality and garner identity affirmation. One interviewee expressed that choosing culinary heritage restaurants is motivated by the desire to share exquisite food photos on social media that are likely to be favored by others.

“Heritage dishes are often very delicate and photogenic. Posting them on TikTok gets a lot of likes”.

(Participant 5)

Influence factor 8 is service modes integrating new technology. Compared to traditional service methods, Generation Z shows a preference for restaurant service modes that integrate new technologies, including online queuing, ticket collection, ordering, and the use of intelligent devices such as delivery robots. These digital technologies streamline service processes and enhance efficiency.

“I really dislike queuing and the long wait times for food. The mini-app here allows for convenient pre-queuing and also provides information about the dishes”.

(Participant 6)

Influence factor 9 is an authentic dining experience. For Generation Z consumers, the willingness to engage personally in dining experiences to enhance their understanding of local culinary heritage is significant. The ability of a restaurant to provide an authentic culinary experience is a key evaluative criterion. Authentic dining rituals and unique tableware are perceived to positively impact the dining experience.

“The menu is quite unique, written with a brush on bamboo slips, and the plates and bowls are also uncommonly shaped—it really feels like going back to ancient times”.

(Participant 24)

“There is a ribbon-cutting ceremony before uncovering the dish. The server also offers some blessings. We’ve never had such rituals before, and we all found it very interesting”.

(Participant 13)

Influence factor 10 is the design of online dining platforms. Many participants noted that they are accustomed to selecting restaurants and ordering food via online dining platforms (such as Meituan, TikTok, etc.). Therefore, the design of these platforms, including interface layout, color schemes, and thematic presentation, plays a crucial role in their choice of heritage restaurants.

“When searching for restaurants on Meituan, the striking red tone of this restaurant caught my eye. The photos of the dishes and the prominent intangible cultural heritage label made the food look appetizing, so I decided to dine there”.

(Participant 14)

Influence factor 11 is the design of culinary heritage cultural and creative products. Some participants expressed their fondness for cultural and creative products during the interviews. They anticipate that culinary heritage restaurants will develop a range of trendy and interesting cultural products related to culinary heritage. These participants generally believe that cultural and creative products themed around culinary heritage will increase their willingness to explore these heritages further after dining, integrating them into everyday life settings.

“I enjoy collecting merchandise related to food, but I haven’t seen many such cultural products in the restaurants. If they were available, I would definitely buy them”.

(Participant 8)

Influence factor 12 is culinary creative activities. Some interviewees were attracted to the restaurants by culinary creative activities, such as tastings of intangible cultural heritage dishes at the entrance and various check-in activities that involve collecting stamps to exchange for small gifts.

“While shopping, I was drawn by the aroma. At the entrance, they offered small portions of stir-fried lotus roots to sample, which were delicious, so I decided to come in”.

(Participant 6)

“Posting photos on Dianping and checking in collects a stamp in their booklet. There are other tasks for stamping too, and collecting ten stamps gets you a small gift. That’s why I frequently dine here”.

(Participant 13)

Influence factor 13 is traditional-style environmental design. Many Generation Z consumers prefer restaurants with a trendy national style and believe that culinary heritage restaurants should return to traditional environmental designs, incorporating elements of dining culture into the interior decor to create an atmosphere that aligns with culinary heritage and traditional culture.

“The courtyard-style decor is particularly charming, especially the grand door. You can sense the cultural atmosphere from outside”.

(Participant 15)

Influence factor 14 is digital promotion methods. Compared to traditional paper flyers and posters, digital promotion methods make it easier for Generation Z to notice culinary heritage restaurants. These methods include video advertisements near the restaurant, promotional videos on social media, and mini-games on online dining platforms. They find these digital methods more direct, vivid, and engaging.

“The restaurant’s mini-app has games that let you learn about the intangible cultural heritage dishes while playing. Completing levels even earns you discount coupons”.

(Participant 7)

Influence factor 15 is the local culture presentation in restaurants. The profound cultural depth of Chinese culinary heritage draws many Generation Z consumers. Some participants noted that the cultural stories and historical origins related to local dining are what led them to try culinary heritage restaurants. They also expect the restaurants to innovate in presenting local culture in ways that align more closely with their preferences.

“While waiting for the food, I looked at the displays in the lobby, which detailed the origins of the ’beef with three delicacies’ and included many old news reports. I found this type of exhibition quite interesting”.

(Participant 10)

Influence factor 16 is the brand’s efforts in promoting culinary culture. The majority of participants expressed a keen interest in deepening their understanding of culinary heritage during their dining experiences and acknowledged the significant impact of culinary culture on the long-term development of dining brands. Hence, Generation Z pays close attention to a dining brand’s efforts to promote culinary culture, showing a greater propensity to trust heritage restaurants that are actively engaged in these efforts.

“I keep coming back to this place because they genuinely care. They have dedicated displays explaining the history of the dishes, and they organize interactive activities. Unlike some restaurants, which just use the heritage label as a gimmick without offering genuine heritage dishes”.

(Participant 2)

Influence factor 17 is the regional characteristics of the ingredients. Approximately 92% of participants highlighted the importance of heritage restaurants showcasing local characteristics through their ingredients, including the selection of local ingredients, the application of local cooking techniques, and the distinctive flavors of the dishes prepared with these ingredients. Due to regional environmental and climatic differences, certain ingredients are particularly abundant in the regions noted for their culinary heritage but are rare elsewhere. In the case of Hubei, lotus roots and lotus stalks are local specialties favored by many from Generation Z.

“Hubei is known as the land of fish and rice. Ingredients like softshell turtle and lotus roots are often not as common in other provinces”.

(Participant 19)

In Hubei, Chu cuisine, characterized by its strong Jingchu regional flavor, is a significant factor for consumers seeking an authentic Hubei dining experience.

“The first time I came here, I really wanted to try Hubei cuisine to experience the authentic taste of this region”.

(Participant 10)

Beyond just the dishes, the use of local cooking techniques for the ingredients is also a major draw for Generation Z consumers trying heritage restaurants. Many participants noted that certain cooking methods were unheard of outside the regions of culinary heritage.

“Lotus roots are available in Hunan too, but it was only here that I first tried stir-fried shredded lotus roots”.

(Participant 15)

4.2. Study 2: AHP Weighting

Building on the results from Study 1 regarding the influential factors, a hierarchical analysis model was developed. The objective layer proposed consists of the factors influencing Generation Z’s choice of culinary heritage restaurants. This model is divided into four criteria levels: individual factors, social factors, restaurant interaction factors, and regional factors. Each criterion layer contains corresponding factor layers, which are themes distilled from the interview data. The overall model is presented in

Table 6. Hierarchical analysis model of Gen Z consumers’ influencing factors in culinary heritage restaurants.

Target Layer A	Criterion Layer B	Factor Layer C
A: Evaluation of the influencing factors of Gen Z consumers’ decisions in the culinary heritage restaurant	B1: Individual Factors	C1: Dietary Habits
		C2: Dining Consumption Behavior
		C3: Dietary lifestyle
		C4: Brand Perception and Loyalty
	B2: Social factors	C5: Evaluations from Others
		C6: Celebrity Opinions in the Internet Environment
		C7: Identity Affirmation on Social Media
	B3: Interactive Factors of the Restaurant	C8: Service Modes Integrating New Technology
		C9: Authentic Dining Experience
		C10: Design of Online Dining Platforms
		C11: Design of Culinary Heritage Cultural and Creative Products
		C12: Culinary Creative Activities
		C13: Traditional Style Environmental Design
		C14: Digital Promotion Methods
	B4: Regional Factors	C15: Local Culture Presentation in Restaurants
		C16: Brand’s Efforts in Promoting Culinary Culture
		C17: Regional Characteristics of Ingredients

.

Following the hierarchical analysis model, a questionnaire was designed and subsequently evaluated by thirteen experts. The results of this questionnaire were statistically analyzed to compare the importance of each index. This process produced a judgment matrix for each expert, and by aggregating these, an average matrix was obtained for all experts. The weights of the factors at the criteria level were then calculated and are shown in

Table 7. Target layer judgment matrix.

Evaluation Indicators	B1: Individual Factors	B2: Social Factors	B3: Interactive Factors of the Restaurant	B4: Regional Factors	Wi
B1: Individual Factors	1	0.6613	1.5358	0.6434	0.2221
B2: Social factors	1.5121	1	1.2080	0.7807	0.2699
B3: Interactive Factors of the Restaurant	0.6511	0.8278	1	0.8712	0.2044
B4: Regional Factors	1.5541	1.2810	1.1478	1	0.3036

.

In Table 7, λmax is 4.0693, CI is 0.0231, RI is 0.89, and CR is 0.0259, with CR < 0.1, indicating that the consistency test was passed. The detailed process for calculating the weights of the target layer judgment matrix is as follows:

Multiply the elements in the target layer judgment matrix row-wise to obtain a new vector B:

$$\mathrm{B}=\left[\begin{array}{c}\begin{array}{c}\begin{array}{c}1\times 0.6613\times 1.5358\times 0.6434\\ 1.5121\times 1\times 1.2080\times 0.7807\end{array}\\ 0.6511\times 0.8278\times 1\times 0.8712\end{array}\\ 1.5541\times 1.2810\times 1.1478\times 1\end{array}\right]=\left[\begin{array}{c}0.6535\\ 1.426\\ 0.4696\\ 2.285\end{array}\right]$$

Take the fourth root of each component of vector B to derive the eigenvector M:

$$\mathrm{M}=\left[\begin{array}{c}\sqrt[4]{0.6535}\\ \sqrt[4]{1.426}\\ \sqrt[4]{4696}\\ \sqrt[4]{2.285}\end{array}\right]=\left[\begin{array}{c}0.8991\\ 1.0928\\ 0.8278\\ 1.2295\end{array}\right]$$

Normalize vector M to obtain the weight vector W:

$$\mathrm{W}=\left[\begin{array}{c}0.8991/\left(0.8991+1.0928+0.8278+1.2295\right)\\ 1.0928/\left(0.8991+1.0928+0.8278+1.2295\right)\\ 0.8278/\left(0.8991+1.0928+0.8278+1.2295\right)\\ 1.2295/\left(0.8991+1.0928+0.8278+1.2295\right)\end{array}\right]=\left[\begin{array}{c}0.222\\ 0.2699\\ 0.2045\\ 0.3036\end{array}\right]$$

Calculate the largest eigenvalue M (n = 4):

$$\overline{\mathrm{A}}\mathrm{W}=\left[\begin{array}{cccc}1& 0.6613& 1.5358& 0.6434\\ 1.5121& 1& 1.2080& 0.7807\\ 0.6511& 0.8278& 1& 0.8712\\ 1.5541& 1.2810& 1.1478& 1\end{array}\right]\times \left[\begin{array}{c}0.222\\ 0.2699\\ 0.2045\\ 0.3036\end{array}\right]=\left[\begin{array}{c}0.9099\\ 1.0896\\ 0.8369\\ 1.229\end{array}\right]$$

$${\mathsf{\lambda }}_{\mathrm{m}\mathrm{a}\mathrm{x}}={\displaystyle \frac{1}{\mathrm{n}}}\sum _{\mathrm{i}=1}^{\mathrm{n}}{\displaystyle \frac{{\left[\overline{\mathrm{A}}\mathrm{W}\right]}_{\mathrm{i}}}{{\mathrm{W}}_{\mathrm{i}}}}={\displaystyle \frac{1}{4}}\times \left({\displaystyle \frac{0.9099}{0.222}}+{\displaystyle \frac{1.0896}{0.2699}}+{\displaystyle \frac{0.8369}{0.2045}}+{\displaystyle \frac{1.229}{0.3036}}\right)=4.0691$$

The consistency test for the judgment matrix CI (n = 4) is:

$$\mathrm{C}\mathrm{I}={\displaystyle \frac{{\mathsf{\lambda }}_{\mathrm{m}\mathrm{a}\mathrm{x}}-\mathrm{n}}{\left(\mathrm{n}-1\right)}}={\displaystyle \frac{4.0691-4}{4-1}}=0.023$$

The RI value is associated with the matrix’s order. The specific values can be found in

Table 8. The random consistency index (RI) values.

Order (n)	1	2	3	4	5	6	7	8	9	10	11	12
RI Value	0.00	0.00	0.52	0.89	1.12	1.26	1.36	1.41	1.46	1.49	1.52	1.54

below. According to the RI table, if the decision matrix has an order of 4, the RI is 0.89.

$$\mathrm{C}\mathrm{R}={\displaystyle \frac{\mathrm{C}\mathrm{I}}{\mathrm{R}\mathrm{I}}}={\displaystyle \frac{0.023}{0.89}}=0.0258<0.1$$

With a CR < 0.1, the consistency test is passed, indicating that all weight indices are reasonable.

The same method was applied to calculate the factor layers for each objective layer, resulting in the judgment matrices shown in

Table 9. Judgment matrix of factor layers C1–C4.

Evaluation Indicators	C1: Dietary Habits	C2: Dining Consumption Behavior	C3: Dietary Lifestyle	C4: Brand Perception and Loyalty	Wi
C1: Dietary Habits	1	1.7253	2.2461	1.6296	0.3778
C2: Dining Consumption Behavior	0.5796	1	1.7496	1.3843	0.2594
C3: Dietary lifestyle	0.4452	0.5715	1	1.2490	0.1789
C4: Brand Perception and Loyalty	0.6136	0.7224	0.8006	1	0.1839

,

Table 10. Judgment matrix of factor layers C5–C7.

Evaluation Indicators	C5: Evaluations from Others	C6: Celebrity Opinions in the Internet Environment	C7: Identity Affirmation on Social Media	Wi
C5: Evaluations from Others	1	1.0047	0.6270	0.2835
C6: Celebrity Opinions in the Internet Environment	0.9953	1	1.0135	0.3317
C7: Identity Affirmation on Social Media	1.5949	0.9867	1	0.3848

,

Table 11. Judgment matrix of factor layers C8–C14.

Evaluation Indicators	C8: Service Modes Integrating New Technology	C9: Authentic Dining Experience	C10: Design of Online Dining Platforms	C11: Design of Culinary Heritage Cultural and Creative Products	C12: Culinary Creative Activities	C13: Traditional Style Environmental Design	C14: Digital Promotion Methods	Wi
C8: Service Modes Integrating New Technology	1	0.1533	1.9296	2.0410	0.5033	0.2253	0.2309	0.0618
C9: Authentic Dining Experience	6.5213	1	5.4625	6.0907	2.9608	2.1656	1.9539	0.3461
C10: Design of Online Dining Platforms	0.5182	0.1831	1	1.3753	0.6535	0.3232	0.3558	0.0578
C11: Design of Culinary Heritage Cultural and Creative Products	0.4900	0.1642	0.7271	1	0.6863	0.3070	0.3171	0.0507
C12: Culinary Creative Activities	1.9870	0.3377	1.5301	1.4570	1	0.4494	0.3416	0.0906
C13: Traditional Style Environmental Design	4.4394	0.4618	3.0940	3.2572	2.2253	1	1.4656	0.2041
C14: Digital Promotion Methods	4.3315	0.5118	2.8106	3.1534	2.9277	0.6823	1	0.1889

and

Table 12. Judgment matrix of factor layers C15–C17.

Evaluation Indicators	C15: Local Culture Presentation in Restaurants	C16: Brand’s Efforts in Promoting Culinary Culture	C17: Regional Characteristics of Ingredients	Wi
C15: Local Culture Presentation in Restaurants	1	1.4808	1.0104	0.3793
C16: Brand’s Efforts in Promoting Culinary Culture	0.6753	1	1.0627	0.2969
C17: Regional Characteristics of Ingredients	0.9897	0.9410	1	0.3238

.

The above calculations yielded the final weight summary calculation results, which are shown in

Table 13. Final weight summary calculation results.

Criterion Level	Relative Weight	Factor Layer	Relative Weight	Absolute Weight	Sort
B1: Individual Factors	0.2221	C1: Dietary Habits	0.3778	0.0839	6
		C2: Dining Consumption Behavior	0.2594	0.0576	9
		C3: Dietary lifestyle	0.1789	0.0397	12
		C4: Brand Perception and Loyalty	0.1839	0.0406	11
B2: Social factors	0.2699	C5: Evaluations from Others	0.2835	0.0765	7
		C6: Celebrity Opinions in the Internet Environment	0.3317	0.0895	5
		C7: Identity Affirmation on Social Media	0.3847	0.1038	2
B3: Interactive Factors of the Restaurant	0.2044	C8: Service Modes Integrating New Technology	0.0618	0.0126	15
		C9: Authentic Dining Experience	0.3461	0.0707	8
		C10: Design of Online Dining Platforms	0.0578	0.0118	16
		C11: Design of Culinary Heritage Cultural and Creative Products	0.0507	0.0104	17
		C12: Culinary Creative Activities	0.0906	0.0185	14
		C13: Traditional Style Environmental Design	0.2041	0.0417	10
		C14: Digital Promotion Methods	0.1889	0.0386	13
B4: Regional Factors	0.3036	C15: Local Culture Presentation in Restaurants	0.3793	0.1151	1
		C16: Brand’s Efforts in Promoting Culinary Culture	0.2969	0.0901	4
		C17: Regional Characteristics of Ingredients	0.3238	0.0983	3

.

From Table 13, it is evident that regional factors (B4) have the most significant impact, followed by the social factors (B2), individual factors (B1), and restaurant interaction factors (B3). This indicates that, for Generation Z, the culinary and regional characteristics inherent in culinary heritage are deemed most important. Among the factors within the regional criteria, the presentation of local culture in restaurants (C15) ranks highest, followed by the regional characteristics of ingredients (C17) and the brand’s efforts in promoting culinary culture (C16), ranking third and fourth, respectively. This suggests that, with the revival and transmission of traditional Chinese culture, Generation Z increasingly values the cultural impact of culinary heritage, which exceeds the brand effect of the heritage itself. Simultaneously, by growing up in a digital environment, Generation Z pays more attention to how culinary culture is presented in restaurants, desiring novel and unique dining experiences. Therefore, it is imperative for heritage restaurants to explore cultural sustainability strategies that align with the characteristics of Generation Z.

In the context of B2 (social factors), the criterion C7 (identity affirmation on social media) emerges as the most significant, ranking second overall. This is followed by C6 (celebrity opinions in the internet environment) and C5 (evaluations from others), which are positioned fourth and sixth in the overall ranking, respectively. This indicates that, with the increasing prevalence of social media among Generation Z, this demographic is more inclined to seek consumer inspiration through social-networking applications, place trust in influencers within the digital milieu, and allow their attitudes towards food consumption to be influenced by others.

Although B1 (individual factors) and B3 (restaurant interaction factors) hold the third and fourth positions, respectively, in the hierarchy of criteria, their weights differ slightly, suggesting a comparable level of importance. Within B1, C1 (dietary habits) is identified as the most critical factor, followed by C2 (dining consumption behavior), C4 (brand perception and loyalty), and finally C3 (dietary lifestyle). This implies that Generation Z prioritizes individual preferences when selecting culinary heritage restaurants, favoring establishments that align with their established dietary habits. They exhibit flexibility in their brand choices for such restaurants, prioritizing value for money over cost and demonstrating a willingness to pay a premium for experiences associated with culinary heritage. In B3 (restaurant interaction factors), C9 (authentic dining experience) stands out as the most vital element, significantly outranking the other factors, followed by C13 (traditional style environmental design) and C14 (digital promotion methods), and the last four positions were occupied by C12 (culinary creative activities), C8 (service modes integrating new technology), C10 (design of online dining platforms), and C11 (design of intangible cultural heritage food and creative products), with minimal differences in their weights. This suggests that an authentic dining experience is crucial for heritage restaurants. The dining experience is closely linked to various aspects such as the restaurant’s environment, promotions, and activities. In terms of environmental design, compared to contemporary styles like cyberpunk, there is a preference for traditional Chinese-style designs that resonate with culinary culture. Additionally, influenced by the digital environment, Generation Z shows a preference for promoting culinary heritage restaurants and advancing culinary culture through diverse digital methods.

5. Discussion

5.1. Exploration of Key Influencing Factors from the Perspective of Cultural Sustainability

In this section, the discussion is conducted around four pivotal points.

The first key factor is C15 (local culture presentation in restaurants). This factor not only holds the highest weight within B4 (regional factors) but also ranks as the most significant overall. Previous research has illustrated the importance of local culture presentation in restaurants, especially exaggerated colors and symbolic cultural elements, as documented by Zeng, G. [34]. Similarly, Huang, Y. has proposed that destination restaurants attract tourists by presenting local culture in tableware, decoration, architecture, service, and restaurant names [65]. Both underscore the crucial role of local culture presentation in the cultural sustainability of restaurant practices. While existing studies focus on the authentic food presentation, such as the role of food authenticity in tourist satisfaction highlighted by Gupta, V. [66], and the significant effect of presenting local dishes on tourist satisfaction affirmed by Khoshkam, M. [67], this research emphasizes the presentation of local culture tailored to Generation Z. This includes not only the presentation of local dishes but also other cultural elements in restaurants, such as cooking techniques and brand culture narratives. Local culture presentation in heritage restaurants not only influences Gen Z’s consumption choices but also deepens their understanding of culinary heritage and promotes the cultural sustainability of restaurants.

The second key factor is C7 (identity affirmation on social media). This factor ranks highest in B2 (social factors) and second overall, indicating that Generation Z values whether culinary heritage restaurants can facilitate their identity affirmation on social media. This result is supported by previous research, such as Jang, Y. J., who demonstrated that self and social identity positively influence restaurant consumers’ social media engagement [68]. Additionally, Hwang, J. found that consumers’ restaurant choices are influenced by social media content, such as positive reviews and food images [69]. Yarış, A. has focused on the social media use factors (searching for services, social interactions, and searching for products), finding that they influence individuals’ restaurant choices [70]. However, this study highlights that Generation Z values the identity affirmation gained from social media more, despite the influence of content and functionality on their restaurant consumption. They are keen to link their dining experiences to social media, where they can project a favorable self-image. Consequently, if Generation Z shares their experiences of culinary heritage and culture within restaurants on social media, and gains identity affirmation from this, it could propel the cultural sustainability of culinary heritage restaurants.

The third key factor is C1 (dietary habits).

C1, representing dietary habits, is the most critical factor within B1 (individual factors). Generation Z places high value on personal taste and individuality in their dietary consumption [71], preferring restaurants that align with their specific dietary habits and consumption styles. This finding is supported by previous research; Zuo, Y. found that food appeal (customers’ preferences for particular foods and diets) positively impacts purchase intentions [72]. Peters, K. found that the combination of ingredients significantly influences the choice of restaurant consumers [73]. The dietary preferences of Generation Z significantly influence their willingness to dine at and experience the culture of culinary heritage restaurants. Additionally, C2, dining consumption behavior, also has an impact on Generation Z’s food decisions within B1 (individual factors). Scozzafava discovered that price and service quality play a crucial role in restaurant consumers’ choices [74]. Skalkos has affirmed that price significantly impacts students’ food choices and motives [75]. However, rather than focusing primarily on price, they place greater emphasis on the overall quality of the restaurant and are willing to pay a premium as long as the restaurant offers good value for their money. Thus, culinary heritage restaurants that cater to the dietary habits and consumption preferences of Generation Z are more likely to engage them in the experience of culinary culture, which is beneficial for the cultural sustainability of these establishments.

The fourth key factor is C9 (authentic dining experience).

C9, the authentic dining experience, holds the highest proportion within B3 (restaurant interaction factors). Numerous studies have underscored the importance of the authentic dining experience in restaurants. For instance, Ebster, C. suggested that authentic dining experiences in ethnic restaurants significantly increase customer repurchase intentions [76]. Zeng, G. found that consumer satisfaction is increased by creating an authentic dining experience through the taste of the food, decoration, and special performances [34]. Additionally, Pu, B. has focused on the new dining experiences, especially menu changes and new specialties, finding that they significantly boost engagement with restaurants [77]. Ding, L. discovered that experiential innovation, including new menus and innovative interactions, plays a crucial role in enhancing the satisfaction in restaurants for Generation Z [78]. However, this study further clarifies that, while Generation Z seeks novel experiences in culinary restaurants, they are not expecting innovation to compromise the authenticity of the dining experience. They still seek an authentic experience through dining rituals to provide a deeper understanding of the culinary culture.

Targeting Generation Z consumers, this study utilized in-depth interviews to explore their motivations for choosing culinary heritage restaurants and applied the AHP to weigh these factors, leading to the following conclusions. First, an AHP evaluation model comprising four criteria layers—B1 (individual factors), B2 (social factors), B3 (restaurant interaction factors), and B4 (regional factors)—and 17 sub-factors was constructed, revealing the weighted relationships of consumer influence factors within culinary heritage restaurants among Generation Z consumers. Second, from the perspective of the horizontal criteria layer, regional factors of heritage restaurants were identified as focal points. From the vertical perspective of the factor layer, C15 (local culture presentation in restaurants), C7 (identity affirmation on social media), and C17 (regional characteristics of ingredients) are vital for advancing cultural sustainability targeted at Generation Z in heritage restaurants. Third, the cultural sustainability of culinary heritage restaurants should be comprehensive and multidimensional. Beyond regional and social factors, attention should also be given to individual factors and the interaction between the restaurant and its patrons. A systematic enhancement of the dining experience for Generation Z can attract more of them to understand and disseminate the culture of culinary heritage through these establishments. Fourth, Generation Z expects innovation in the dissemination process of culinary culture within heritage restaurants. They desire a dining experience that embodies regional characteristics and cultural connotations, seeking social identity affirmation through these experiences, and they are willing to incur additional costs for it.

5.2. Design Strategies for Culinary Heritage Restaurants from the Perspective of Cultural Sustainability

Based on the analysis of weights across four criteria layers and 17 factor layers, this paper proposes that culinary heritage restaurants should focus primarily on B4 (regional factors), particularly on C15 (local culture presentation in restaurants), integrating local culture into the restaurant design in innovative ways. For B1 (individual factors), restaurants should cater to the diverse needs of Generation Z, accommodating individual dietary differences to ensure a dining experience commensurate with price. For B2 (social factors), heritage restaurants should effectively utilize online social platforms to link culinary culture with social identity. For B3 (restaurant interaction factors), emphasis should be placed on authentic dining experiences, employing systemic design to create a comprehensive cultural atmosphere. Based on the analysis above, a design strategy for culinary heritage restaurants is proposed from four perspectives: food design, online platform design, dining experience design, and brand design. To promote cultural sustainability in culinary heritage, a theoretical model has been developed that incorporates social, regional, interactive, and individual factors (see Figure 1).

5.2.1. Food Design to Meet Diverse Needs

In culinary heritage restaurants serving Generation Z consumers, which include both local residents and foreign tourists, individual dietary habits create a demand for diversity. By designing food offerings, these restaurants can not only meet the personalized dining needs of Generation Z but also showcase the diversity of culinary heritage. First, it is necessary to refine categorizations of flavor profiles. Some consumers may be interested in trying local culinary heritage, yet their personal taste preferences may not align with the restaurant’s traditional flavors. By making appropriate modifications and adjustments, restaurants can offer dishes that better suit individual dietary habits. Furthermore, as Generation Z is health-conscious, traditional cooking methods that are high in oil and salt may deter them. Offering low-salt and low-fat options and providing nutritional information on menus would allow consumers to make choices that align with their health preferences.

Second, there is a need to actively develop alternative ingredients that approximate the original tastes. Generation Z customers often consider health, preferences, and other factors when ordering, and some may be unable to consume certain local ingredients due to religious beliefs or personal reasons, such as allergies. Therefore, restaurants should provide alternative ingredient options to accommodate these needs, thereby attracting Generation Z customers to participate in the culinary heritage experience with greater inclusivity.

Lastly, while preserving the essence of culinary heritage, restaurants should develop new dishes and design new dining scenarios. The strong desire of Generation Z for new experiences makes them receptive to changes, prompting restaurants to regularly introduce new items. Additionally, by developing meal kits that use these ingredients, restaurants can extend the culinary heritage experience beyond the dining setting, satisfying Generation Z’s diverse needs for both food items and dining scenarios. If these new flavors and formats provide high-quality experiences, they will encourage consumption within the restaurant and increase Generation Z’s engagement with culinary heritage, benefiting the cultural sustainability of the establishments [79].

5.2.2. Design of Online Platforms to Promote Culinary Culture

Social media and online dining platforms are popular among Generation Z, with influencers on these platforms often trusted more than traditional celebrities. Consequently, culinary heritage restaurants must leverage online platform design to promote culinary culture and attract Generation Z to dine [80]. Initially, by utilizing the influence of online influencers trusted by Generation Z, dining experiences and related culinary culture can be shared on social media, calling more of Generation Z to visit and transforming the restaurant into an internet-famous establishment. Additionally, creating user communities that integrate current trending topics can display culinary heritage, fostering communication among Generation Z and enhancing their sense of belonging to the platform.

Furthermore, restaurants should develop their own online platforms, using creative short videos, micro-films to tell the brand’s story, establishing virtual galleries, recreating cultural scenes related to culinary heritage, or developing theme-based games. This helps Generation Z understand the cultural context behind it. Visual design should also incorporate features of culinary culture, extracting cultural symbols from culinary heritage, using traditional Chinese colors and calligraphy to create a cultural atmosphere. Moreover, restaurants should utilize new technologies to optimize these platforms, allowing Generation Z to engage in entertainment, socializing, and consuming activities, while also gaining knowledge about culinary culture and participating in online activities, such as cooking classes and lectures on culinary culture.

Lastly, combining offline activities with online platforms can help Generation Z achieve social identity affirmation, facilitating a synergy between online and offline interactions. For instance, developing augmented reality (AR) interactive features, designing culturally infused check-in points for Generation Z, and promoting sharing of the restaurant and culinary culture through small giveaways can foster creative events themed around culinary heritage. During interviews, Generation Z frequently mentioned sampling events. Restaurants could package distinctive culinary heritage dishes with cultural elements on the packaging, creating memorable touchpoints easy for Generation Z to share on internet platforms, thereby advancing the cultural sustainability of culinary heritage.

5.2.3. Systematic Design to Enhance Dining Experiences for Generation Z

The dining experience of Generation Z significantly influences their decision-making process and the reputations of restaurants through word-of-mouth [81]. This demographic seeks a positive perception of all aspects and the overall experience of dining. Therefore, it is imperative for culinary heritage restaurants to systematically design dining experiences that holistically embody culinary culture, ensuring all components are interconnected and thereby promoting cultural sustainability. Initially, starting with the culinary heritage itself, restaurants should preserve traditional characteristics by adhering to ancestral culinary techniques and ingredients, allowing Generation Z to experience authentic flavors and dishes.

Subsequently, traditional Chinese styles should be incorporated into the environmental design. The layout and furnishings should align with the cultural attributes of the culinary heritage, integrating local cultural elements into various facilities, such as billboards, tables, chairs, and utensils. For instance, using local specialty utensils and showcasing the culinary heritage’s preparation techniques and local ingredients can enhance this integration. Taking Hubei as a case study, by featuring local ingredients like lotus roots and lotus stalks, the restaurant could scenically display and explain their cultivation, harvesting, and cooking processes. Additionally, the use of colors and materials fosters a traditional cultural ambiance, such as, for example, by extensive use of wooden and bamboo furniture, along with traditional Chinese colors like vermilion and ochre.

Lastly, dining experiences for Generation Z should be imbued with a sense of ritual. Restaurants could design specific dining rituals, employ traditional utensils, and have staff wear local costumes to emphasize culinary heritage dining customs through slogans, dialects, or gestures. This immersive approach allows Generation Z to experience the historical depth of culinary heritage, enriching their dining experience with a sense of novelty and cultural richness.

5.2.4. Brand Design to Highlight Culinary Culture Characteristics

The historical depth and rich cultural underpinnings of culinary heritage inevitably lead to the formation of a brand identity during its transmission process. This brand identity plays a crucial role in the cultural sustainability of restaurants. Consumer perceptions of a restaurant’s tradition significantly influence its brand image, which, in turn, affects their satisfaction and loyalty towards the restaurant [82]. Unlike previous generations, Generation Z exhibits less dependency on brand loyalty [42]. They prioritize the brand’s efforts in promoting culinary culture over the brand name itself. Hence, culinary heritage restaurants should not merely use culinary heritage as a gimmick to attract consumers but should emphasize culinary culture through thoughtful brand design to genuinely convey brand values and promote cultural sustainability. Firstly, restaurants should extract cultural symbols from their culinary heritage and apply these across various elements such as logos, posters, and utensils. By repeatedly showcasing these cultural symbols, the culinary culture becomes a focal point for Generation Z during their dining experience, deepening their brand recognition. For example, the restaurant’s name can emphasize its culinary heritage, incorporate traditional patterns into its logo, and use Chinese fonts and colors in its menu.

Second, by leveraging the theme of culinary heritage, restaurants can design cultural and creative products such as toys and stationery. Collaborating with trendy brands or intellectual properties to release co-branded items, combined with Generation Z’s fondness for blind-box models, allows them to retain a lasting impression of the culinary heritage brand even after their dining experience.

Lastly, engaging Generation Z through multisensory stimulation fosters emotional resonance with the brand. By aligning with their preferences and employing scenographic storytelling methods, such as staging plays or exhibitions, and setting up thematic spaces with art installations related to culinary heritage, restaurants can create an immersive experience that narrates the cultural story of the brand. Additionally, establishing DIY experience areas, where Generation Z can engage in culinary heritage-related crafts or artistic activities, further strengthens the memory points associated with the culinary heritage restaurant brand.

6. Conclusions

This study, employing an exploratory sequential design, conducted a comprehensive analysis of Generation Z consumers within culinary heritage restaurants from the perspective of cultural sustainability. Through semi-structured interviews, the research examined the influencing factors on Generation Z consumers in culinary heritage restaurants. By integrating the AHP for weighting, the study analyzed the elements of cultural sustainability within these restaurants and proposed design strategies to promote the sustainable development of culinary heritage.

The contributions of this research are manifold. First, it enriches the theoretical understanding of the consumption behaviors of Generation Z in culinary heritage restaurants. By employing a mixed-methods approach, the study not only reveals the influencing factors and their relative weights but also provides a fresh perspective on cultural sustainability research in this context, particularly by exploring the attitudes of young Generation Z consumers towards cultural sustainability in culinary heritage restaurants.

Second, this research utilized a mixed-methods approach (exploratory sequential design) to investigate the factors influencing Generation Z’s consumer behavior in culinary heritage restaurants. Previous studies typically relied solely on either qualitative or quantitative methods. However, the mixed-methods approach facilitates a more comprehensive understanding of Generation Z’s consumption intentions and a deeper exploration of their attitudes towards cultural sustainability in these settings.

Finally, the findings offer stakeholders of culinary heritage restaurants a genuine insight into the attitudes of Generation Z consumers, highlighting their concern for regional factors within these establishments. This discovery underscores the importance of cultural sustainability in culinary heritage restaurants. Considering the impacts of social, subjective, and interactive factors from a cultural sustainability perspective, the study proposes restaurant design strategies in four areas: food design, online platform design, dining experience design, and brand design.

This study contributes to the understanding of cultural sustainability in the context of culinary heritage targeted at Generation Z. It provides genuine insights into Generation Z consumers’ perceptions of culinary heritage restaurants and offers strategic approaches for enhancing cultural sustainability within the restaurant industry. However, it is important to note that the scope of this study was confined to the Hubei region, and various characteristics of the interview participants, such as gender, educational level, income, and geographic location, may influence their consumption intentions and, consequently, the sustainable development of heritage restaurants. As the culinary heritage restaurant gains popularity and continues to expand its influence, we plan to conduct a larger sample size study targeting more Generation Z groups. We will also carry out field research in various regions to broaden the applicability of our findings to a wider audience. Additionally, the exploration of consumer influence factors for Generation Z was solely based on in-depth interviews and the AHP. Future studies should adopt a broader range of methodologies to obtain more accurate and effective results.

In summary, design innovations in culinary heritage restaurants that cater to Generation Z are crucial for promoting cultural sustainability within this field. By continually enhancing our understanding of Generation Z consumers’ needs through various methodologies, we can find better ways to advance the preservation and transmission of culinary heritage and culture within restaurant studies, thereby driving local cultural sustainability.